Chapter 1 Flashcards
are economic activities performed by one party to another.
Services
Often time-based, these performances bring about desired results to recipients, objects, or other assets.
Services
they do not normally take ownership of the physical elements involved.
Services
provide benefits without ownership
Services
WHY STUDY SERVICES?
I. Services Dominate the Global Economy
2.Most New Jobs Are Generated by Services
3.Understanding Services Offers Personal Competitive Advantage
4.Powerful Forces are Transforming Service Markets
Powerful Forces are Transforming Service Markets
●Government Policies
● Social Changes
● Business Trends
● Advances in IT
● Internationalization
a form of marketing businesses that provide a service to their customers to increase brand awareness and sales.
Service Marketing
focuses on advertising intangible transactions that provide value to customers.
Service Marketing
They use service marketing to build loyalty and maintain long-term relationships with customers.
Professionals
often persuade their target audiences and increase sales by using a framework called the seven Ps of service marketing,
Service Marketers
CATEGORIES OF SERVICES
1.People Processing
2.Possession Processing
3.Mental Stimulus
4.Information Processing
In this type of service processing, the customer must be physically present for the service to be delivered.
People Processing
Some of the most common types of service processing involve people.
●Health care
● Lodging
● Passenger transportation
● Fitness centers
● Haircutting salons
When the customer is not required to be present while giving the necessary service, then it is a type of service process involving objects.
Possession Processing
These are procedures where the input is from the customer, but the processing does not require the customer’s presence at all.
Possession Processing
The customer is not required to be present at all and not even an object of the customer is required.
Mental stimulus
He just needs to understand what is happening.
Mental Stimulus
The physical exchange of objects or people is not necessary.
Mental Stimulus
These services touch people’s minds and have the power to shape attitudes and influence behavior
Mental Stimulus
In this type of service processing, there is only mental work involved. As this is very difficult to measure, it is classified as intangible.
Mental Stimulus
Example of mental stimulus
●Advertising
● Movies
● Religious Activities
● Theater performance
● Education
● News
● Professional Advice
Example of Possession Processing
●Repair and maintenance work
● Warehousing
● Recycling of waste
●Laundry or dry cleaning
describes intangible actions directed at a customer’s assets.
Information Processing
In this category, little direct involvement with the customer may be needed once the service request has been initiated.
Information processing
Examples of information processing
● Insurance
● Banking and consulting.
a significant tool for creating the right marketing strategy and its implementation through effective tactics.
marketing mix
The assessment of the roles of your product, promotion, price, and place plays a vital part in your marketing approach.
(T or F?)
True
a variation of the four p’s of product marketing and focuses only on customer service industries like hotels, insurance companies, salons, aviation, etc.
The 7ps of service marketing
7ps of the service marketing
Product
Price
Place
Promotion
People
Process
Physical evidence.
a model that focuses on creating an emotional connection with your customers.
7ps of the service marketing
This is done by providing them with high-quality, valuable customer experiences to achieve customer satisfaction.
Additionally, this approach helps to build loyalty and encourage repeat business.
7ps of service marketing
the actual thing you are selling to the customer.
Product
consist of a core product that meets the customers’ primary need and a variety of supplementary service elements that are mutually reinforcing, and add value to help customers to use the core product more effectively.
Service products
offer an obvious benefit, like pain relief from a massage
Explicit services
provide a psychological benefit, like feeling more confident after a haircut
Implicit services
Product distribution may take place through physical or electronic channels (or both), depending on the nature of the service. (T or F?)
False, Service distribution.
refers to where and when a business places its ads.
Place
focuses on making potential customers aware of a brand and helping them determine the quality of that brand’s services
Promotion
using ______________ can help a business distinguish itself.
promotional material
The types of advertisements often include:
Contests
Livestreams
Endorsements from influential figures
Social media advertising
refers to the people who work for a company in customer-facing roles.
People
can motivate customers to return to the business for additional services as repeat buyers and also refer their peers to the business
Effective customer service
Businesses train their staff members to perform a service using a _________.
set process
everything your customers see when interacting with your business.
Physical evidence
These are examples of?
-The physical environment where you provide the product or service.The layout or interior design
-Your branding
-Your packaging
Physical evidence
